Keep website event pages accurate and current

Answer questions before registration

Display the exact name, date, start and end times, time zone, venue or remote format, intended audience and agenda. Explain who organises the event and what attendees should prepare. A poster alone makes visitors search for or guess the details.

State the price or free access, admission conditions and capacity where they matter. Connect the event to relevant services or subjects without generic sales claims. The pricing guide helps make conditions understandable.

• Date, time and time zone explicit.
• Venue or online access stated.
• Audience, agenda and conditions visible.

Test registration and changing states

Test signup, confirmation and recovery of practical information on phones and computers. Fictional example: a workshop has morning and afternoon sessions; the date alone does not distinguish them. Check that the session choice reaches the received message, then test the last place, failure and waiting list. A success animation does not replace a registration staff can find.

Plan clear states: open, full, waitlist, postponed, cancelled and completed. Each state should update the action and practical information. The booking guide covers the journey in more detail.

• Visitor and internal confirmation tested.
• Capacity reached handled.
• Postponement or cancellation shown promptly.

Keep every channel consistent

Compare the page with confirmations, calendars, social posts and translations. Changing a time only in an email leaves the public page misleading. Name someone who can approve updates and decide how registrants will be informed.

If Event structured data is used, it must describe the event visible on the page and follow its changes. Google’s Event guidance explains fields and eligibility; markup cannot repair an incomplete page.

To test postponement, retain the event’s identity while its circumstances change. In a fictional example, a session scheduled for 15 November 2026 at 10:00 is postponed without a date, then rescheduled to 22 November at 14:00. Distinguish the new information from old confirmations.

The states below follow Google’s Event documentation, consulted on 22 October 2026. For cancellation or postponement without a date, it keeps the original startDate. Once a new date is known, update startDate and endDate; previousStartDate may retain the old date with EventRescheduled. This is not complete markup or a guarantee of a rich result.

• Shared source for times.
• Registrants informed of changes.
• Markup agrees with visible content.

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• Google Search Central · Event

  Vocabulary references describe status changes. Google’s guidance specifies the properties to retain for its use of Event data.

• Schema.org · EventRescheduled

  EventRescheduled connects the new date with the previous date.

Make the page useful after the date

After a session ends, close its registration and state its status. Fictional example: a monthly series continues but the March session is over; its link should distinguish the report from the next session. Add genuinely available resources and a precise next destination. Merely replacing the date can incorrectly associate old confirmations with a new program.

Reassess the page over time. A documented archive can remain useful; an empty or falsely active page needs correction. The dated campaign guide helps plan the end of a page’s active life.

• Completed status visible.
• Only available resources published.
• New edition presented as a distinct event.